hartmoor financial
hartmoor established a new retail structured product business in 2015. their requirement was for a full suite of visual branding elements including logo, typeface selection, colour palette, images & graphics, & development of a full brand guideline
keywords for consideration were: strong, reliable, British, experiences, trustworthy and honest. traditional but with a modern hint. there was a desire to have an identity incorporating a stag in some form
this is what we came up with & some of how we got there
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/eecdac2e6bf412f569edc886_rw_1920.jpg?h=be35e93bdae12398760ee3f64b2525fd)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/aa12fe6373527b296ce51c03_rw_3840.jpg?h=63f05d6131e673c07f3a44af8152f3b7)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/966a8a2ae85aca7c5ef00d9a_rw_3840.jpg?h=416a16aa67a1f091cb5c662f39b2a26f)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/6cea5d94c331c59e9a743488_rw_3840.jpg?h=f476c8b542721441d8c2d2d1ab676ecd)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/5c74948fe1f2adf82e656ee7_rw_1920.jpg?h=218ec373c16aa11ef111be69db5503a5)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/126820ea357254219cc071b4_rw_1920.jpg?h=a51ad12caa3425c010acd470c2e38971)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/46d438897710ed810a94306a_rw_1920.jpg?h=5277d5ff1053f8982834e8371ba7757e)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/0ae6af5faad37fe9962a119e_rw_1920.jpg?h=0d80674017defaa6bf364e844c751a8e)
some of the development work (including with the original proposed name)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/80970770e26cf56bc278fae5_rw_1920.jpg?h=3559389e915992b433b6834eae3d35ca)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/6c02b7cc28f14d22112c7074_rw_1920.jpg?h=addc71152e1fdb155fe5fc2d58f64af4)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/9686a5f00fb00d5791e9adbe_rw_1920.jpg?h=395c50dcabd8ca1f427b9d4fc1c5d068)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/9413a09df76f1aba7e901b82_rw_1920.jpg?h=0ff63f61d408d30ef8e1f96cdd75fc48)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/48fd93a741a854cf1fcaf64a_rw_1920.jpg?h=bc40f284b04ccdc110c07e1748a86c5c)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/9b819702ab2f1bb40147968b_rw_1920.jpg?h=3f226d4db4765aefbaac83a094e789eb)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/11d80ed3a7b9a2c021933805_rw_1920.jpg?h=9af548cf7256e4b269ab2653e5aa752a)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/dd8343ed1c7644a82c123427_rw_1920.jpg?h=84d3347ad5e0dbf1199fda579d8b0985)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/68f4fca73e9c4e6b484e1166_rw_1920.jpg?h=839193046b37847c34bfa93f4b13563f)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/396a6520c004c10171f3917d_rw_1920.jpg?h=ddd5da7dbdca161f246eeb5779210942)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/e8fc6f9218241568bf8102b8_rw_1920.jpg?h=c192f10e51c784812b5c38ac3e8376c1)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/1224890d4b9ac4324edbd324_rw_1920.jpg?h=727f0ec8c9c13569d9bddada1df13734)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/90a7b3495bcefb116aa760bf_rw_1920.jpg?h=8f8543cb74f684b7b55cb5e9039ff60b)
the final brand guidelines
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/fdddf322e501e2d520c107ad_rw_1920.jpg?h=a906c70e2612074ae35c432446c2e13e)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/31f92eb23231c5a6d9757a76_rw_1920.jpg?h=32f3e3815687e1f35d1e13baa2ff0cfd)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/356711cd22f70c2055fd8042_rw_1920.jpg?h=9de8d6950e4df29b095270c656d9cebb)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/9306b5edd35df82a44a2f22a_rw_1920.jpg?h=9a034f7cfb8c3fc707b497f4f4d0a146)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/165667a161f234977a8faa9f_rw_1920.jpg?h=c2210a1ecce034bd255d4be4b16e591b)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/6f258806fddb8d7c5154a3c0_rw_1920.jpg?h=45d04cb771ebb52bd733ddf62937750d)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/243eb298001af0384fd6f557_rw_1920.jpg?h=15f73c6669ce8be81de334d4ced84fcc)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/f5bb83aea26316ff8e89673a_rw_1920.jpg?h=dce7f82045ab2e2cd894631e872e4792)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/f9c5185f3dd9b9e3281bbdd3_rw_1920.jpg?h=e398b3b1a3c4383b507563138f1de39a)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/69f69c069d19bc6fe9d49444_rw_1920.jpg?h=65c04222abb4b9653289d0ebc6ba5559)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/d0a1786d50c338904c6546eb_rw_1920.jpg?h=327e773e438d080ad8d58cafae51b8b3)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/9f0846faec15489023d45731_rw_1920.jpg?h=6ece6b95d375d6b4359d9ca20c753fed)
& some other stuff
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/afa9111212b676f3668ec060_rw_1920.jpg?h=d916553e70d2a32c6509af55fad3619d)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/4b6b6b4a9ae32fb47fa75826_rw_1200.gif?h=d43168acbc1e95d77a31e29d4e31a343)
![](https://cdn.myportfolio.com/3beff8e7c49496db0866df6617f6032a/4e56d8b672180437be7c66ba_rw_1920.jpg?h=3757fcbc91f573aa7663ac5b21ab0728)